Founded After Forty by small business expert Glenda Shawley takes you step by step from discovering your 'why' and vision to launching your business and keeping the momentum going. It covers finding the right business model and business fundamentals as well as practical considerations such as making the time for running a business. Part 2 looks at the mechanics of starting up: legal considerations, identifying the target market, choosing the right route to market, developing the brand, making a profit, and mapping the customer journey. Part 3 gets you started with marketing, staffing, managing the business and the launch and beyond. The guidance in the book is supplemented with examples from existing business owners who didn't always get it right first time. Each chapter finished with topics to think about as well as key actions that need to be taken. There is an accompanying downloadable workbook which builds on the key activities in the book to help you create your own unique business plan.